Showmen's Trade Review (Oct-Dec 1943)

40 SHOWMEN'S TRADE REVIEW October 2, 1943 Cartoon Preview is Business-Getter For Mears in Inglewood Whoever decided there was nothing new under the sun didn't reckon with Manager Dick Mears of the Academy Theatre, Inglewood, Calif. Mears, a Fox West Coast showman who seldom is content to do things in a routine manner, created quite a stir on the West Coast recently when he held the world's first cartoon preview. Here's how the show was sold : "Donald Duck's Mid-Summer Jamboree. World's First Cartoon Preview. Ten Cartoons. Never Before Shown. Inglewood's Biggest Laugh Show for Boys and Girls Under 60." The program, according to City Manager Henry Pines, "set an all-time high for a kid show of any kind." Mears describes his campaign thusly : "Advance publicity included spot announcements made during each intermission at all Inglewood FWC theatres for one week prior to playdate, a Friday. Copy for announcements varied according to the discretion of each manager; however, all plugs carried the catchline. The World's First Cartoon Preview,' the date and the time of shows. "Then thousand handbills were distributed throughout the Inglewood area {see cut) . Lobby cards carrying appropriate copy were prominently displayed in the foyer of each theatre. "Results on the 'World's First Cartoon Preview' were exceptional, particularly in view of the small amount of money spent on advance publicity. Results can be attributed to only two things : First, the complete cooperation of all managers in Inglewood toward putting across an idea ; second, a new slant on presenting a cartoon show which would appeal to children and at the same time capitalize on the fact that the Academy Theatre is known as a preview house. Previous cartoon shows have had practically the same buildup with excellent results, but not comparable to this effort." Mears' fine results should give you the "go" signal to put on a similar cartoon preview. Likely as not you have a number of cartoons "on the shelf" waiting to be dated. Then why not book as many of them as you can for a special preview matinee, advertise it in every available medium, and thus not only catch up in your bookings but also reap a profitable harvest at the box-office? Nothing ventured is nothing gained, you know. Cartoon Show Saves Weak Western Film To round out the recent Easter holiday period, Manager Joe Jackson of , the Varsity Theatre, Dallas, Texas, added four cartoons to a weak western film. Westerns, by the way, don't go too well in Jackson's Interstate charge. By labeling the showing a Gala Holiday Cartoon Carnival, the Texas theatreman played to the biggest crowd his house had had on Thursday for nearly a year. The matinee even outgrossed the Saturday matinees. The Carnival was exploited with stories and ads in the Dallas newspapers and school papers, a special trailer on the screen, heralds, and a special lobby board. If, through necessity or neglect, you still have sorne cartoons "on the shelf," why not use four or five of them in a Cartoon Carnival to highlight a program whose feature picture is weak? By exploiting the show, as Jackson did, you should be able to reap a nice profit at the boxoffice. Herald on Cartoon Preview Here is a reproduction of the herald used to advertise the World's First Cartcon Preview by Manager Dick Mears of the Academy Theatre, Inglewood, Calif. Details in column at left. Nostradamus Reel of Last Year Predicted Downfall of Mussolini When Carey Wilson narrated "Further Prophecies of Nostradamus" back in February, 1942, the downfall of Mussolini was predicted : The two leaders shall not be able to hold out much longer. One of these partners — that one who is following in the footsteps of his big brother — is doomed to be put down. The people of. Italy will be without a leader." Coming Nostradamus reel : "Nostradamus IV." {Continued from Page 35) in charge of productions. Colonel Oveta Culp Hobby, Corps director, highly endorsed the short subject. Colonel Hobby appears in one of the sequences of "Women at War," directing an inspiring message to the graduates. Because of the strong appeal contained in the Colonel's stirring, yet eloquent, address, it is suggested that wherever possible exhibitors would do well to reproduce the message in special lobby displays, newspaper advertisements and heralds. For that reason, its contents are reproduced below : "Yoii have just been commissioned as officers ill the W omen's Army Corps. I congratidate you and -welcome you as this solemn threshold to service is reached. You are a part of the first corps of vDomen, exclusive of the Army Nurse Corps, to serve with the Army of the United lnterstate*s Vickers Gets Citywide Aid in Sellins 7th Col umn Although Pete Smith's "Seventh Column" was booked on short notice. Manager Francis Vickers of the Paramount Theatre, Austin, Texas, didn't let that stop him from exploiting the short. First, he screened it for the newspaper, local radio stations, civic and service club representatives. Those present endorsed the short and announced to their clubs its merits. Special ads appeared in the newspapers, and the radio stations furnished several gratis announcements because they felt it was something everyone should see. Several local commentators mentioned the short on their programs. "To top everything off," continues Manager Vickers in his report, "among those present at our screening was Corporal Dickler of the Bergstrom Field public relations office. The Corporal was so impressed with 'Seventh Column' that he came up to the office and got some material on it and planted a very nice story in their weekly paper. Of course, he couldn't mention the fact that the short was on at the Paramount, but our cards out front, our newspaper and radio ads, and other means of publicity let the fellows know where they could see this [film]." Vickers feels that much was accomplished in exploiting "Seventh Column." "We were not playing a top-notch feature but still did topnotch business." Special Trailer Gets Business Utilizing a special trailer. Manager J. R. Preddy of the Village Theatre, Dallas, got extra business on Pete Smith's "Doghouse." States. Respect your uniform; respect all that it stands for so that the world in turn may respect ivhat the corps stands for. You do not come into a military organisation that has an established tradition; you must help make your ozvn. We are well reminded that we have one tradition: the trust of all brave American zvomen throughout our history who have loved and served this country. Their dedication to freedom is one with ours. We shall not fail them. We shall not fail in our trusteeship for the American zvomen of the future. Wherever you serve, zvhether here in the field or abroad, you are dedicated to the preservation of a free n.'ay of life. This must be our main objective until the zvar against the Axis is won, and zve build a peace upon the unconditional surrender of our enemies. We shall pay our debt to democracy, we shall keep our date with destiny." HIGHLIGHTS ON "WOMEN AT WAR" AND A SIDELIGHT ON TRADE PRESS PREVIEW. In the center photo, taken at the recent trade press preview and luncheon at the Warner home office, Major Robert Brown of the Wac technical information bureau, Major Cora Webb Bass cf the Wac, and Norman H. Moray, Warners' short subject sales manager, discuss part the Warner two-reel Technicolor film, "Women at War," will play in the nation-wide Wac recruiting drive. On either side of center photo are scenes from the picture. Extreme left: Virginia Christie, Dorothy Day and Faye Emerson receive compassreading instruction. Extreme right: Lt. Merkel points cut motto to recruits Christie, Day and Emerson. Recruiting Drive Involves 'Women at War'